Coca-Cola Enterprises launches 'Don't Waste. Create' campaign

Coca-Cola Enterprises has announced a new sustainability initiative designed to boost the reuse and recycling of plastic bottles over the summer months.

The Don't Waste. Create campaign is hoped will encourage consumers to use their waste packaging at home in a fun and useful way, while also pledging to recycle.

Launching on 14 August, the campaign will initially run for six weeks online on the Sainsbury's website, linking to the Don't Waste. Create website, with in-store activation appearing three weeks into the digital campaign.

By asking parents to submit their recycling 'pledges', the initiative aims to educate and inform families about the importance of recycling, while also suggesting activities that allow them to reconnect with nature and keep their families entertained during the summer holidays.

The campaign website will ask customers three multiple choice questions before prompting them to enter their pledges. By taking part, parents will receive a 50p-off voucher on their next purchase of a 2-litre pack of Coca-Cola, Diet Coke, Coke Zero, Fanta, Sprite or Dr Pepper and have the chance to win a family 'glamping' holiday in France.

"CCE is committed to reducing plastic waste and helping our customers to rethink how they dispose of their packaging," said Nick Brown, associate director for recycling at Coca-Cola Enterprises. "By asking them to reuse and then recycle plastic bottles, Don't Waste. Create encourages families to think more sustainably while having fun, giving them a tangible way to help reduce their household waste.

"Through utilising an accessible online mechanic, the campaign helps us to reach a wide audience, allowing us to communicate to customers across the UK how easy it is for them to play their part."